Contract award notice
Results of the procurement procedure
Section I: Contracting
entity
I.1) Name and addresses
WEST MIDLANDS GROWTH COMPANY LIMITED
16 Summer Lane
BIRMINGHAM
B19 3SD
UK
Contact person: Ronny Tigere
Telephone: +44 1212025057
E-mail: ronny.tigere@wmgrowth.com
NUTS: UKG3
Internet address(es)
Main address: https://www.wmgrowth.com
Address of the buyer profile: https://in-tendhost.co.uk/wmgrowth/aspx/Home
I.4) Type of the contracting authority
Body governed by public law
I.5) Main activity
General public services
Section II: Object
II.1) Scope of the procurement
II.1.1) Title
Domestic and International Tourism Marketing Campaigns and Services for the Business and Tourism Programme
Reference number: 2021-WMGC-0026
II.1.2) Main CPV code
79342000
II.1.3) Type of contract
Services
II.1.4) Short description
Marketing campaigns on this project will aim to attract domestic overnight / city break /short break leisure visitors pre, during and post the games using a mixed media approach (online and offline) to target the relevant audiences at different stages in their awareness, consideration and booking journeys. While this programme is closely aligned to the Commonwealth Games, this project focuses specifically on tourism promotion. Note these campaigns are intended to compliment and enhance the games-focused marketing campaigns. Furthermore, at the heart of the games will be a cultural programme, a world-class arts festival running March to September 2022, surrounding the sports programme. The power of art and culture to bring people together, celebrate our identities and find common ground will be central to the games. For this a six month programme of new work, installations, exhibitions, performances and major events
will showcase the artists, creatives and cultural organisations of Birmingham, the West Midlands and the Commonwealth, on a global stage. The cultural programme will be developed and delivered by the Organising Committee of the Birmingham 2022
Commonwealth Games. The winning tenderer for the Cultural Festival: International Campaign will develop and deliver international marketing campaign activities and assets for
the Cultural Festival that will change perceptions of the West Midland's region as a cultural tourism destination and drive visits to the festival and beyond; they will deliver the digital marketing campaign, content and assets for priority consumer markets in Australia, India, Canada and East Coast USA; they will produce content and assets to support FAM trips and PR events for international media, influencers and travel trade partners; they will repurpose the creative content and assets as a legacy media-bank for the ongoing marketing of the West Midlands as a cultural tourism destination. In delivering the above, they will work with
WMGC marketing team and its PR and Media Buying suppliers, setting, tracking and monitoring agreed KPIs. To ensure the success of the Business and Tourism Programme, a number of marketing assets are required to support activities across the Leisure Tourism and MICE (business tourism) work packages, covering the delivery of sales tools, collateral and campaign material for travel trade (B2B) activities such as creation of an Event Planners Guide covering Birmingham and the West Midlands is required and supporting lead generation activities. Lastly, to ensure the success of the Business and Tourism Programme, a suite of new imagery and videos assets are required to support activities across the Leisure Tourism and MICE workstreams. The programme will require a bank of new imagery for our travel trade workstream. The new imagery should display diversity and inclusivity and be relatable to our key target travel trade markets: Australia, India and Canada. Further details will be worked through with the winning supplier.
II.1.6) Information about lots
This contract is divided into lots:
Yes
II.1.7) Total value of the procurement
Value excluding VAT:
612 231.00
GBP
II.2) Description
Lot No: 1
II.2.1) Title
Domestic Leisure Tourism Campaign
II.2.2) Additional CPV code(s)
79340000
II.2.3) Place of performance
NUTS code:
UKG3
Main site or place of performance:
The place of performance will be throughout West Midlands as the crow flies from postcode B1
II.2.4) Description of the procurement
The winning tenderer will be responsible for creating an outline marketing strategy covering the 20 months of the contract, deliverable within six weeks of commencement of the tender.
The Work Package Manager will manage the day to day contract for this Leisure Tourism programme. The winning tenderer will be responsible for creating a costed and timed action plan for each of the three campaign strands, pre, during and post games. This will inform the delivery of an end to end service including commissioning and producing the required marketing assets for the campaign and evaluating its impacts. The strategy and campaign action plans, initial designs and evaluation metrics will need to be submitted to the Business and Tourism Programme and Tourism Working Group for approval and sign off. It is a requirement of the winning tenderer to consult with key stakeholders including the Organising Committee of the Commonwealth Games and Visit England.
II.2.5) Award criteria
Quality criterion: Case Studies
/ Weighting: 20
Quality criterion: Approach Methodology
/ Weighting: 10
Quality criterion: Market Knowledge
/ Weighting: 10
Quality criterion: Engagement
/ Weighting: 10
Quality criterion: Social Value
/ Weighting: 10
Quality criterion: Sustainability
/ Weighting: 10
Price
/ Weighting:
30
II.2.11) Information about options
Options:
No
II.2.13) Information about European Union funds
The procurement is related to a project and/or programme financed by European Union funds:
No
II.2.14) Additional information
Any modification and variation to contract awarded for this Lot will be in line with Reg.72 as per principles laid down in the contract notice
Lot No: 2
II.2.1) Title
Cultural Programme: International Campaign
II.2.2) Additional CPV code(s)
79340000
II.2.3) Place of performance
NUTS code:
UKG3
Main site or place of performance:
The main place of performance will be throughout the West Midlands as the crow flies from postcode B1
II.2.4) Description of the procurement
At the heart of the games will be a cultural programme, a world-class arts festival running March to September 2022, surrounding the sports programme. The power of art and culture to bring people together, celebrate our identities and find common ground will be central to the games. For this a six-month programme of new work, installations, exhibitions, performances and major events will showcase the artists, creatives and cultural
organisations of Birmingham, the West Midlands and the
Commonwealth, on a global stage. The cultural programme will be developed and delivered by the Organising Committee of the
Birmingham 2022 Commonwealth Games. The combination of Birmingham 2022 Cultural Festival and Coventry UK City of Culture May 2021 - May 2022 provides a remarkable
opportunity to help influence perceptions and reputation of Birmingham and the West Midlands region as an international cultural destination. The winning tenderer for the Cultural Festival: International Campaign will develop and deliver international marketing campaign activities and assets for the Cultural Festival that will change perceptions of the West Midland's region as a cultural tourism destination and
drive visits to the festival and beyond; they will deliver the digital marketing campaign, content and assets for priority consumer markets in Australia, India, Canada and East Coast USA; they will produce content and assets to support FAM trips and PR events for international media, influencers and travel trade partners; they will repurpose the creative content and assets as a legacy media-bank for the ongoing marketing of the West Midlands as a cultural tourism destination. In delivering the above, they will work with WMGC marketing team and its PR and Media Buying suppliers, setting, tracking and monitoring agreed KPIs.
II.2.5) Award criteria
Quality criterion: Case Studies
/ Weighting: 20
Quality criterion: Approach Methodology
/ Weighting: 10
Quality criterion: Market Knowledge
/ Weighting: 10
Quality criterion: Engagement
/ Weighting: 10
Quality criterion: Social Value
/ Weighting: 10
Quality criterion: Sustainability
/ Weighting: 10
Price
/ Weighting:
30
II.2.11) Information about options
Options:
No
II.2.13) Information about European Union funds
The procurement is related to a project and/or programme financed by European Union funds:
No
II.2.14) Additional information
Any modifications or variation to the Lot value being awarded will be in line with Reg.72 as per principle laid out in initial contract notice
Lot No: 3
II.2.1) Title
Leisure Tourism and MICE Marketing Collateral
II.2.2) Additional CPV code(s)
79340000
II.2.3) Place of performance
NUTS code:
UKG3
Main site or place of performance:
The place of performance will be throughout the West Midlands as the Crow flies from B1
II.2.4) Description of the procurement
To ensure the success of the Business and Tourism Programme, a number of marketing assets are required to support activities across the Leisure Tourism and MICE (business tourism) work packages, covering travel trade engagement and events. Lot 3 will require the delivery of sales tools, collateral and campaign material for travel trade (B2B) activities, to include (but not restricted to:
• Promotional copy for destinations
• Copywriting and design for sales brochures and decks
• Updates for digital and print sales guides
• Top level maps (various)
• Lead gen assets and other collateral
• Event planners' Guide
• Mobile visitor pop up stand purchase plus graphic design and wrap.
II.2.5) Award criteria
Quality criterion: Case Studies
/ Weighting: 30
Quality criterion: Creativity and Crisis Management & Innovation
/ Weighting: 10
Quality criterion: Delivery Team Experience
/ Weighting: 10
Quality criterion: Social Value
/ Weighting: 10
Quality criterion: Sustainability
/ Weighting: 10
Price
/ Weighting:
30
II.2.11) Information about options
Options:
No
II.2.13) Information about European Union funds
The procurement is related to a project and/or programme financed by European Union funds:
No
II.2.14) Additional information
Any modifications or variation to the Lot value being awarded will be in line with Reg.72 as per principle laid out in initial contract notice
Lot No: 4
II.2.1) Title
Leisure Tourism MICE Imagery and Video
II.2.2) Additional CPV code(s)
79342000
II.2.3) Place of performance
NUTS code:
UKG3
Main site or place of performance:
The place of performance will be across the West Midlands as the crow flies from postcode B1
II.2.4) Description of the procurement
To ensure the success of the Business and Tourism Programme, a suite of new imagery and videos assets are required to support activities across the leisure tourism and MICE workstreams, and create a sustainable and searchable asset bank as a legacy for the programme. The programme requires the successful tenderer on this Lot to deliver:
• asset bank of searchable images
• a bank of new imagery for travel trade workstream.
• new imagery should display diversity and inclusivity and be relatable to our key target travel
trade markets: Australia, India and Canada.
• a collection of short travel trade promotional videos/vignettes
• BRoll footage for a variety of marketing assets and media use
• Production of cultural performances (filming) events, vox pops and interviews
II.2.5) Award criteria
Quality criterion: Case Studies
/ Weighting: 30
Quality criterion: Creativity and Crisis Management Innovation
/ Weighting: 10
Quality criterion: Delivery Team Experience
/ Weighting: 10
Quality criterion: Social Value
/ Weighting: 10
Quality criterion: Sustainability
/ Weighting: 10
Price
/ Weighting:
30
II.2.11) Information about options
Options:
No
II.2.13) Information about European Union funds
The procurement is related to a project and/or programme financed by European Union funds:
No
II.2.14) Additional information
Any contract modification or variation to the awarded Lot value will be in line with principles in Regulation 72 as per initial contract notice issued to the market percussing this award notice.
Section IV: Procedure
IV.1) Description
IV.1.1) Type of procedure
Open procedure
IV.1.8) Information about Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement:
Yes
IV.2) Administrative information
IV.2.1) Previous publication concerning this procedure
Notice number in the OJ S:
2021/S 000-009620
Section V: Award of contract
Lot No: 1
Contract No: 2021-WMGC-0026
Title: Domestic Leisure Tourism Campaign
A contract/lot is awarded:
Yes
V.2 Award of contract
V.2.1) Date of conclusion of the contract
02/12/2021
V.2.2) Information about tenders
Number of tenders received: 3
Number of tenders received from SMEs: 3
Number of tenders received by electronic means: 3
The contract has been awarded to a group of economic operators:
No
V.2.3) Name and address of the contractor
Rebecca Battman Limited
Marlborough House, Holly Walk
Leamington Spa
CV32 5EW
UK
NUTS: UKG13
The contractor is an SME:
Yes
V.2.4) Information on value of the contract/lot (excluding VAT)
Initial estimated total value of the contract/lot:
Total value of the contract/lot:
: 128 600.00
GBP
V.2.5) Information about subcontracting
Section V: Award of contract
Lot No: 2
Contract No: 2021-WMGC-0026
Title: Cultural Programme : International Campaign
A contract/lot is awarded:
Yes
V.2 Award of contract
V.2.1) Date of conclusion of the contract
02/12/2021
V.2.2) Information about tenders
Number of tenders received: 1
Number of tenders received from SMEs: 1
Number of tenders received by electronic means: 1
The contract has been awarded to a group of economic operators:
No
V.2.3) Name and address of the contractor
Epigram Communications and Design Limited
15 Oxford Court
Manchester
M2 3WQ
UK
E-mail: susanpettit@epigram.co.uk
Fax: +44 1612509064
NUTS: UKD33
Internet address(es)
URL: www.epigram.co.uk
The contractor is an SME:
Yes
V.2.4) Information on value of the contract/lot (excluding VAT)
Initial estimated total value of the contract/lot:
Total value of the contract/lot:
: 212 800.00
GBP
V.2.5) Information about subcontracting
Section V: Award of contract
Lot No: 3
Contract No: 2021-WMGC-0026
Title: Leisure Tourism and MICE Marketing Collateral
A contract/lot is awarded:
Yes
V.2 Award of contract
V.2.1) Date of conclusion of the contract
02/12/2021
V.2.2) Information about tenders
Number of tenders received: 4
Number of tenders received from SMEs: 4
Number of tenders received by electronic means: 4
The contract has been awarded to a group of economic operators:
No
V.2.3) Name and address of the contractor
DRPG
212 Ikon Estate Droitwitch Rd
Hartlebury
DY10 4EU
UK
NUTS: UKG36
The contractor is an SME:
Yes
V.2.4) Information on value of the contract/lot (excluding VAT)
Initial estimated total value of the contract/lot:
Total value of the contract/lot:
: 115 900.00
GBP
V.2.5) Information about subcontracting
Section V: Award of contract
Lot No: 4
Contract No: 2021-WMGC-0026
Title: Leisure Tourism and MICE - Imagery and Video
A contract/lot is awarded:
Yes
V.2 Award of contract
V.2.1) Date of conclusion of the contract
02/12/2021
V.2.2) Information about tenders
Number of tenders received: 5
Number of tenders received from SMEs: 5
Number of tenders received by electronic means: 5
The contract has been awarded to a group of economic operators:
No
V.2.3) Name and address of the contractor
DRPG
212 Ikon Estate Droitwich road
Hartlebury
DY10 4EU
UK
NUTS: UKG36
The contractor is an SME:
Yes
V.2.4) Information on value of the contract/lot (excluding VAT)
Initial estimated total value of the contract/lot:
Total value of the contract/lot:
: 114 595.00
GBP
V.2.5) Information about subcontracting
Section VI: Complementary information
VI.4) Procedures for review
VI.4.1) Review body
Commercial Working Group
16 Summer Lane
Birmingham
B19 3SD
UK
VI.5) Date of dispatch of this notice
02/12/2021